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Research from Oracle Marketing Cloud says that social referral traffic has doubled year on year as marketers have diversified investment in social channels beyond Facebook. And ’influencers’ have the potential to trigger six times more conversions when they share a brand’s content on social channels.

However, in a recent SelectMinds survey, while 72% of executives regularly use social media for recruitment and 69% for brand engagement and awareness, few can agree when it comes to evaluation best practice – they are far more likely to agree on the impossibility of effectively measuring its ROI.

ROI from social media engagement – where to begin?

An important starting point for any organisation seeking to meet the social media evaluation challenge is to understand the array of tactics already in use to assess what can be improved and how.

Use metrics that count

According to a recent survey of Chief Marketing Officers, between 2010 and 2013, the percentage of marketers using a revenue-per-customer metric on social media decreased from 17% to 9%. The reason? Growing consensus that traditional ROI metrics alone are not the answer and a belief that those most successfully evaluating their social media are doing so by focusing on tracking audience reach, engagement and sentiment.

For example, Facebook ’shares’ are particularly valuable, as normal users’ posts are seen in a relatively high percentage of friends’ newsfeeds when compared to posts by brand pages. Which is why it is important to go beyond top line metrics, to apply analytics across disparate channels to answer key questions such as: what motivates someone to post a Facebook ’like’ then visit your website and make a purchase?

Valuable tools at your fingertips

Canny organisations understand the plethora of utilities already available to help. For instance:

How your digital campaigns can benefit from audience marketing in 2018

3 Spine-Tingling Mobile Innovation Trends

Author Profile

Sylvia is responsible for creating and executing the EMEA marketing strategy of for leading marketing automation provider Oracle Marketing Cloud. Originally from the San Francisco Bay Area of the USA Sylvia has been living in Europe for 11 years. As Marketing Director Sylvia Targets the marketing persona across all vertical industries through the entire marketing mix with an emphasis on modern marketing techniques such as paid inbound and social media to grow the sales and marketing funnel. Her demand generation efforts are focused exclusively on new business acquisition for both the Enterprise and SMB sales teams. Named Account Marketing is currently a large focus of the demand generation efforts to accelerate success in the Enterprise market. Sylvia works with customers to demonstrate advocacy of Oracle Marketing Cloud through speaking opportunities at events, webinars, video testimonials and through local case study creation. Oracle Marketing Cloud go to market plans include channel and direct marketing tailored to stage of marketing development in each target country.

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